ShopKo taps Mullen to augment marketing

By Staff -- Home Textiles Today, 2/28/2007 12:09:00 PM

Green Bay, Wis. -- After several years of dormant broadcast media efforts and, in part as a result, keeping its vp of marketing post vacant, ShopKo is now turning a new page.

The regional, 135-unit discount chain is ramping up its broadcast media program again, and recently appointed Jack Mullen vp of marketing to jumpstart and manage that effort as well as expand all multimedia marketing initiatives.

Mullen was most recently senior vp of advertising and sales promotion at May Department Stores' Foley's division, and prior to that served in the same role at May's Kaufmann's division.

Mullen now reports to Paul White, ShopKo president and chief merchandising officer.

"ShopKo made the decision to streamline its advertising department based on the stability of its team and a one-dimensional marketing strategy centered around weekly Sunday newspaper inserts," White said. "Today, ShopKo’s marketing strategy is evolving into a multifaceted media approach along with initiatives to gather customer insight – which does not currently exist. This more complex strategy will require a broad scope of leadership, which Jack brings to ShopKo."